Who constitutes the target market for Dollar General?

The target market for Dollar General primarily consists of rural customers. This is because Dollar General strategically positions its stores in underserved rural areas where access to a wide range of products may be limited. These customers typically seek convenience and affordability, which Dollar General effectively provides through its extensive reach and value-oriented pricing strategy. The focus on rural markets allows the company to cater to communities that may not have access to larger retail chains, making it a go-to destination for essential goods.

In contrast, urban families, affluent shoppers, and online consumers do not align as closely with Dollar General's core demographic. Urban families may have access to a variety of shopping options and often prioritize different shopping experiences. Affluent shoppers are usually attracted to higher-end retailers that offer premium products and shopping environments, while online consumers might gravitate towards e-commerce platforms rather than discount retail locations. Thus, the key distinction is that Dollar General's model is designed to serve the unique needs of rural customers, which highlights its market positioning and business strategy.